# Evolutionary Ideas: Unlocking ancient innovation to solve tomorrow’s challenges

- Link: https://fundraising.co.uk/books/evolutionary-ideas-unlocking-ancient-innovation-to-solve-tomorrows-challenges%ef%bf%bc%ef%bf%bc/
- Published: 2022-06-14T17:22:00+01:00
- Author: Howard Lake

**In Evolutionary Ideas, Sam Tatam shows how behavioural science and evolutionary
psychology can help us solve tomorrow’s challenges, not by divining something the
world has never seen, but by borrowing from yesterday’s solutions – often in the
most unexpected ways.
Just as millions of years of evolution have helped craft the
wing and dorsal fin, thousands of engineers, designers, marketers and advertisers
have toiled to solve many of the problems you face today. Over time, through intent,
design, social learning and sheer luck, we have found what works.Armed with an enhanced
ability to see these patterns in human innovation, we can now systematically approach
the creative process to develop more effective ideas more readily and rapidly.Just
as Japanese engineers reduced bullet train noise by studying the evolved biology
of the owl and kingfisher, today we can see how Disney improved the queueing experience
in the same way Houston airport made arrivals feel faster (while making people walk
further). We’ll learn how the chocolate at the bottom of a Cornetto ice cream can
improve an Error 404 message, and what a bowl of M&Ms has in common with a canary
in a coal mine.These are Evolutionary Ideas.Exploring five of the most critical 
challenges we face today, we learn how to ‘breed’ more effective solutions from 
those that have survived. The result is a dynamic and exciting way of solving problems
and supercharging creativity – for anyone in any endeavour.

## About Sam Tatam

**Sam Tatam** is Global Head of Behavioural Science at Ogilvy. 

## Reviews

![Quote about Evolutionary Ideas by Nir Eyal](https://wfay6x.infiniteuploads.cloud/
2022/06/evolutionary-ideas-quote-2.jpg)

![](https://wfay6x.infiniteuploads.cloud/2022/06/evolutionary-ideas-quote-2.jpg)

![Quote about Evolutionary Ideas by Matt Ridley](https://wfay6x.infiniteuploads.
cloud/2022/06/evolutionary-ideas-quote-3.jpg)